COMM2071

Critically Evaluate of Henry Assael’s Buying Behavior Model

In a glance…

Types of Consumer Behavior

Other Factors Affecting Behavior Redefining Assael Model

Assael Buying Behavior Missing – The Fifth Type

Anatomy Of Assael Model

Consumer Buying Behavior

Consumer Buying Behavior

Types of consumer buying behavior are

determined by:

• Level of Involvement in purchase decision. Importance

and intensity of interest in a product in a particular

situation

• Buyers level of involvement determines why he/she is

motivated to seek information about a certain products

and brands but virtually ignores others

Consumer Extensive Decision Making Buying Behavior

COMPLEX BUYING

VARIETY SEEKING
Limited Decision Making

DISSONANCE BUYING

Buy now, think about it later

HABITUAL BUYING
Routine Response/Programmed Behavior

Henry Assael

Buying Behavior Model

Henry Assael Model
High Involvement Low Involvement

Significant difference between brands

COMPLEX BUYING BEHAVIOR

VARIETYSEEKING BUYING BEHAVIOR

Few difference between brands

DISSONANCE – REDUCING BUYING BEHAVIOR

HABITUAL BUYING BEHAVIOR

The Anatomy of Henry Assael Buying Behavior

Brands Defined

Brand

• the idea or image of a specific product or service that consumers connect with by identifying by name, logo, slogan

Branding

• An idea that is marketed so that it is recognizable people identified with a certain service or product

Involvement Defined

High Involvement
• Goods which are important to consumer • Closely tied to consumer ego and self image • Involve high risk

Low Involvement
• Risks not as great

Complex Buying Case Study: Cars
Preferred/perceived brands BMW? Honda? Cherry? Price Depending on budget/ type Research Car Reviews/ Peers Exp/ Car Mag. & Shows Trial of product Test Drive Car

Types of Cars

SUV? Luxury? Sedan?

Purchase decision Thoughtfully selected time and location

Post-purchase behavior Conducts little immediate re-evaluation

Variety-seeking Behavior Case Study: Mascara
Preferred/perceived brands L’Oreal? Lancome? Chanel? Price Decide upon trial of product if it is worthy of its price Research Look up product Info on the internet/ Reviews from friends Trial of product Make a trip to the beauty counter to try product out Post-purchase behavior

Types of mascara

Volumizing? Lengthening? Curling? Non-clumping?

Purchase decision

If product is satisfactory, a decision to purchase it will be made. If not, will look for other alternatives

If product is satisfactory, will stay with product until a new need for a different type of mascara comes about or boredom arises.

Dissonance-Reducing Buying Behavior Case Study: Sofa
Preferred/perceived shops Courts? Ikea? Furniture shops? Price Trial of product Visit furniture shops Info search Browse catalog/ Reviews from friends

Types of sofa

Sofa bed? L-shape? Italian?

Purchase decision

Decide upon good price and easy to fix

Post-purchase behavior

Which is cheaper? Which is easy to carry home? Which is easy to fix together?

Might experience after-sale discomfort but do nothing as expected due to cheaper price

Habitual Buying Behavior Case Study: Dry Cleaning
Preferred/perceived brands Presto? Cotton Care? Research Research on location. Research on the quality of work

Types of Dry Cleaning

NIL

Price Price difference among brands is minimal

Trial of product No trial available Only from experience Post-purchase behavior

Purchase decision As mentioned, its habitual. Purchase decision is made based on previous experience And it’s a habitual cycle Little decision is made during purchase

As habitual suggests, there’s little postpurchase reaction .The product/service has been consumed Unless there is a difference in product, else, little notice will paid

Other Factors Affecting Buying Behavior

Antecedent States
Consumption situation is defined by factors beyond characteristics of the person and of the product that influence the buying of products Situational effects can be behavioral (e.g entertaining friends) or perceptual (e.g being depressed)

1.

Situational Factors

2.

Usage Context

3.

Mood

4.

Time Pressure

5.

Shopping Orientation
Source: Soloman ‘Consumer Behavior” P342

Purchase Environment

1. Consumer’s physical and social environment affects her/his motives for

product usage and how she/he evaluates products

2. Dimensions of the physical environment, such as décor, odors can influence

consumption

3. Environmental Factors

• The Shopping Experience

• Point-Of-Sale Stimuli

• Sales Interactions

Source: Soloman ‘Consumer Behavior” P342

MISSING:

The fifth type of consumer buying behavior

IMPULSE

RIGHT BRAIN Feelings Big Picture Impetuous Imagination Risk Taking Safe Rule Practical Details Logic

LEFT BRAIN

HOW?

WHAT?

Impulse Buying, No Conscious Planning

Reasons for Impulse Buying

• • • • •

Excitement Security Opportunity Fear Perceived convenience

Henry Assael Model

Redefined

Situational Factors

Time Pressure

High Involvement

Low Involvement

Significant difference between brands

COMPLEX BUYING BEHAVIOR

VARIETYSEEKING BUYING BEHAVIOR Environment

Mood Few difference between brands DISSONANCE – REDUCING BUYING BEHAVIOR

IMPULSE
HABITUAL BUYING BEHAVIOR

Usage Context

Shopping Orientation

THANK YOU

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